It is easy to get overwhelmed when you start talking about digital marketing with so many tools, tactics, strategies, and new social media channels coming up almost every month. It is hard to know where to even start.
Digital Marketing is often made to sound overly confusing, but it does not need to be that way. The simple truth is that digital marketing is just “marketing” but done through using digital channels.
We are going to cover the 3 basic fundamentals of digital marketing so that you can grow a profitable and high converting digital marketing campaigns.
1. Define Your Target Market
Before you start doing anything, you need to first identify and clearly define your target market, and who is it you are trying to reach.
This is crucial to your business because your target audience is what will dictate how you advertise, where to advertise, and when to advertise.
For example, you may probably use a very different message to market to a 54-year-old lady who likes wearing wrapper and lives in Lagos, than you are to a 22-year-old male who is a recent college grad that likes t-shirts and lives in Kano.
Both of these markets are likely to respond to a completely different message channel and they are likely to hang out in different places. Online.
Clearly defining first what your target market is will help you to target them better and also save you time and money by not marketing to people who are unlikely to care about what you are offering.
So, once you identify your target audience and define who they are, what they like, and where they hang out online it is time to move forward to the next step.
2. Use of Native Content
Make content that looks native to the platform it is on. “Native Content” here simply means: Optimize your content to match and fully serve the purpose of whichever digital marketing platform it is based on.
You may also want to look at what others are using on whatever platform that you want to be using and leverage content that should fit into that platform.
Now, whatever content you create whether it is an article, advertisement, a post or image. You shouldn’t only focus on making your content correspond with their respective platforms, but also make sure they stand out.
A few examples of using native content that fit in and stands out will be taking a great unique product or brand pictures to Instagram, writing a compelling or thoughtful articles on LinkedIn, keeping your Facebook ads friendly, social and human, keeping your tweets on tweeter short and engaging, and making your videos concise, interesting, and informative on YouTube.
At all times, you should be able to deliver a clear and consistent brand message to achieve your set out goals.
3. Track Your Progress
One of the advantages of digital marketing is the ability to track how your campaign is performing. Unlike the traditional way of marketing that you are not really sure about how many people will see your message, how they react, and if they did anything about it.
With digital marketing, you can virtually measure everything with so many tools to know how people respond to your message.
With all the information, it is easy to get overwhelmed and carried away. So, make sure you simplify things as much as possible. And narrow down to the one key metrics to watch and measure your progress.
If your goal is to get people to see your message on your website, then, use the Google Search Console to measure your metrics called “impressions” – which is how many times your ads were shown.
And, if your goal is to get more clicks to your website, landing page, or shopping cart, then watch and measure your metrics called click-through rate on your website. And, if your main goal is to have people to take a certain action online, then watch and measure whatever metrics that best suits the purpose.
Whether it is conversions, calls, clicks, or views on key pages, the best way to start is to pick the one you most interested in and measure how things are performing so that you can scale them up if they are doing fine and if otherwise, find the ways to tweak and improve them as you progress over time.
In conclusion – Whether you’re doing a digital marketing on your own or working with an agency, knowing the basics is a good way to improve on your marketing campaign.